Iceland has announced an initiative to give away food on the last day of their shelf life at no cost to online customers. In a campaign to reduce food waste, the supermarket's 'Free on Last Day of Life' scheme could reduce as much as 1.3 million items - £500,000 worth of food - from being chucked into landfills.
Online customers previously received food with a shelf life of at least two days.After a successful trial in 40 shops, 'Free on Last Day of Life' is set to launch across 1,000 Iceland locations.
A total of 17,000 free items were given away with customers receiving an average refund of £1.58 per order. The process does not require any additional action by the customer.
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